Brand Profile, Range Architecture and Extension in FMCG/CPG

Learn about key branding tools that define brand positioning, brand architecture and brand extensions.

What you will learn

Range architecture in branding

Range extensions in branding

Core, variants, extensions, sku

how to screen extensions ideas

innovation plan

brand architecture

communication architecture



Learn about 3 fundamental branding tools:

– Brand Profile: a summary of the brand positioning.

– Range Architecture: the organisation of the brands/products portfolio of a company according to some rational criteria

– Range Extension: the extension of a brand name in different and new categories/markets

What are the tools?

Why do we spend our time in working on them?

How do we use?

How to plan them?



Brand Profile

Brand Profile
Brand Profile: details on the key sections of this tool
Brand Profile: implications

Introduction to Range Architecture

Introduction to Range Architecture
Range Architecture implications
Range Architecture: growth
Range Architecture & segmentation
Range Architecture: how to evaluate it

Range extension

Range extension introduction
Range extension: planning for extensions
Range extension tools

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